ABSTRACT The world has become a global village and more and more firms are now competing for the attention and action of the same customer. This exposes the customer to hundreds of promotions a day. To survive and grow in this hostile business environment, firms attempt to capture the attention of potential customers through their marketing communication efforts. Service firms use a variety of promotional tools including servicescapes to reach potential consumers. As a result of the variety ...
ABSTRACT Despite the availability of Hepatitis B virus (HBV) preventive vaccine, HBV still remains a major health threat in Ghana as evidenced by data from the Ghana Health Service. Even though efforts have been made to reduce this health menace, the focus has been on awareness creation, need for policy, screening intentions and prevalence of the disease without considering the behavioural factors influencing the spread of the disease. This study sought to examine how the Health Belief Model...
ABSTRACT Nowadays, supply exceeds demand rendering consumers the opportunity to select, buy and consume brands that equals their personalities. Owing to the fact that several offerings are available in the market, consumers tend to reject some brands. Whereas most prevailing studies are geared towards building robust consumer-brand relationships and nurturing brand loyalty, the area of brand avoidance has received little attention. Furthermore, it is argued that brand emotions act as mediator...
ABSTRACT It is true that globally unemployment in general and graduate unemployment in particular is scaling, most especially in developing economies such as Ghana. Entrepreneurship has been seen as one of the means to solving this unemployment menace. However, culture has been identified as one of the major factors that influence the entrepreneurial intent of people. This study therefore, sets out to gauge the impact of Ghanaian culture on the entrepreneurial disposition of Higher National D...
ABSTRACT This study examines the moderating role of involvement on the relationship that exists between the dimensions of customer engagement and loyalty. Explanatory research design is used to establish the relationship between behavioural, cognitive and emotional dimensions of engagement and the loyalty of customers in the telecommunication industry, by way of the social exchange theory. The study employs a self-administered questionnaire to survey 305 mobile network subscribers. Covariance...
ABSTRACT Small scale businesses are on the growing trend as these businesses can be found at almost every sector of any economy globally due to its important contribution to national development. The SMEs contributes massively and large percentage to nation‘s Gross Domestic Product (GDP) in ensuring growth, employment and income stability of most countries in Africa and the rest of the world. This research is basically concerned with the extent of marketing practices (i.e. market research, ...
ABSTRACT Social media advertising is a powerful tool in contemporary times. The study sought to explore the effectiveness of firms’ social media advertising of fashion brands on consumer decision making with the mediating effect of consumer engagement in Ghana. Three constructs in assessing the effectiveness of firms’ social media advertising which included emotional appeal, informativeness and advertising creativity were used. There were two objectives of the study. The first objective w...
ABSTRACT This study investigated how customers’ perception of the rebranding exercise by the largest bank in Ghana with focus on selected rebranded elements and its influence on their bank preference. The perception of potential customers of the rebranded elements was ascertained using three of the selection criteria (memorability, meaningfulness and likeability) for brand elements as opined by Keller (2003). The selected brand elements in the context of this study included; name, slogan a...
ABSTRACT The purpose of this study was to explore the role of culture in shaping the entrepreneurial behaviour of women. It is believed that the disparities in the levels of entrepreneurship across countries may be caused by differences in culture. However, it appears women entrepreneurship is more responsive to cultural norms and values than male entrepreneurship. In Sub-Saharan Africa especially, most countries have strong cultural practices that traditionally impose restrictions on women ...
ABSTRACT Internet-based relationship marketing is progressively gaining global attention. Nevertheless, the dawn of this modernization draws many theoretical debates and practical concerns, some of which have received little research attention. On this premise, this thesis studied the concepts of Relationship marketing (RM) and Internet Technologies (IT) within the Ghanaian telecommunication industry. As one among few studies within the Sub-Saharan region, the purpose was to explore the cont...
ABSTRACT It has been documented in the literature that customer engagement, defined as ‘‘customers’ behavioural manifestation toward a brand or firm, beyond purchase, resulting from motivational drivers”, leads to increased profits, sustained differentiation and superior competitive advantage. Scholars for a while have therefore focused on understanding the dynamics of this concept and, in particular, the factors that account for it. They have particularly called for studies that foc...
ABSTRACT Understanding what influences a tourist’s choice of a tourism destination has received much attention in academic literature in recent times. Against this background, the purpose of the study is to ascertain the relationship between destination selection determinants and revisit intentions in the Ghanaian context. The study further assessed the impact of tourist’s satisfaction and socio-demographic variables (Country of Origin) on destination selection determinants and revisit i...
ABSTRACT This study sought to examine the relationship between market orientation and organizational performance in the private health sector of Ghana. The study also introduced some moderating factors that could influence the adoption and implementation of market orientation among private health providers as well as the challenges of implementing it. A sample size of 133 private health providers in Greater Accra were used in this study and data collected was analyzed quantitatively. Findings...
ABSTRACT The telecommunication industry in Ghana has seen a lot of growth over the last decade and with up to six telecommunications companies operating in Ghana currently, there is very little to choose between any two brands. In an overly communicated sector such as the telecom sector, CSR positioning seems to be a better way to differentiate one‘s offering from the rest. With customers more concerned about organisations social responsibility activities and with the telecommunications com...
ABSTRACT Why some entrepreneurs are more successful in business than others remains and influential question in small firm growth research. A common view held by most researchers is that firm growth is influenced by factors relating to the entrepreneur, specific firm characteristics and the business environment. Based on the concept of human capital and psychological theories, this study sought to test the influence of the personality characteristics of entrepreneurs on the growth of SMEs in...